How to Create Video CMAs That Connect and Convert

At RPR^® (Realtors Property Resource^®), we’re constantly on the lookout for user feedback that inspires and ignites creative ways to use the platform. And a real zinger just came across our inbox: video CMAs.

Here’s an email we received from Blake Wallace, a REALTOR^® and Broker/Owner of Wallace Realty Group, from Minneapolis, Minnesota:

From first time to old friends? Well, if that doesn’t pique your interest, we don’t know what will!

While video CMAs aren’t a totally new concept, we haven’t heard too much about how to use RPR to create them. That changes now…

With the advent of new technology and video email-focused software and apps, video CMAs have been popular for more than a few years. Here’s the gist: an agent takes a CMA (comparative market analysis) or a seller’s property report and brings it to life in a brief video walkthrough for the client.

This typically entails the agent recording themselves with an attention-getting intro, then guiding the client(s) through an actual report while recording and sharing their screen at the same time. These can be produced with specific video software (which we’ll go into more detail later) or simply recording yourself on Zoom. The videos are then sent to homeowners as unsolicited CMAs, or in Blake’s case, as a follow up after a prospecting cold call.

Here’s how he does it: “I run a Seller’s Report on their property in RPR and then attach it to an email. I like to use a video platform, called Dubb, which lets you embed video into an email. I record the video, keeping it brief, around 2-3 minutes, where I present this preliminary CMA, which has summaries, some comps and a refined value report from RPR. It’s like cold calling on steroids. They see your face and hear your voice. It builds trust.”

This is where first time meetings feel like seeing old friends? “Exactly! The other really cool part is through Dubb, a dedicated landing page is automatically created when an email is sent to them. So they don’t click through to YouTube or anything, it plays right there in the message. And this is all trackable! I can see when they open it, how much time they spend engaged with it, what they’re clicking on in the email, and so on. Then when I follow up, I know exactly what to focus on and discuss with them.”

Wow, video CMAs can be quite the icebreaker! If you’re curious about your investment of time, Blake says each video takes him about half an hour to complete. For someone like Blake who does cold calls and door knocking for a minimum of three hours a day, that’s not so bad. In fact, creating one per day is more than feasible for any agent’s schedule. Of course, your first attempts may take longer, but once you get the hang of it, they’re more than worth it.

Here’s an example of the video CMA Blake sends out and as screen grab of what the email looks like in the recipient’s inbox:

Blake says, “This is a repeatable and a predictable way to build your business.” We also asked Blake if he uses any other RPR tools or data to impress or win over clients and prospects. “Absolutely. One thing I really love about RPR, is that the reports are super professional looking. They stick to the facts. They can go from a wide scope with Market Trends, all the way down to their home. You share these reports and you come off as an expert, even if you’ve never even set foot in that neighborhood.” Nailed it, Blake!

If you’re curious about using RPR to create video CMAs, here’s a few more things to know and get you going in the right direction:

We’ve also recently published a detailed eBook on the video making process–be sure to download and check out: Lights, Camera, Sold! Captivating Consumers with Market Analysis Videos.

And good luck in creating your CMA videos!